Nestlé Purina is one of a handful of US companies that is trying to take advantage of the increasing popularity of portable gadgets such as cellphones, iPods and BlackBerrys, reports the WSJ.
In their latest campaign, consumers choose to receive the information by signing up on Purina’s Web site, purina.com. The aim is to build brand loyalty, not hound customers to purchase pet food.
The services offered are:
– Purina’s podcasts — sound files that listeners can download onto a portable music player such as an iPod — will offer pet owners advice ranging from animal training to pet insurance.
– Weekly tips sent to mobile devices will provide similar information, such as how a dog or cat can shed a few pounds.
– Ringtones for cellphones, including the Friskies “Feelin’ Alright” jingle, are part of the strategy.
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